There are advantages and disadvantages when determining whether an integration in a television show is better than one in a feature film.
TV Show Advantages: You have a quick turn around time from date of integration of your brand to the actual airing (usually between 3 weeks and 3 months); Shows air weekly throughout the season (PrimeTime Network Television) that runs September through May, allowing for consistent exposure to millions of viewers.
TV Show Disadvantages: Due to the size of the screen, some products/logos are not easily recognizable; With scripts delivered weekly, many opportunities are "last minute," sometimes less than 24 hours from request to integration.
Feature Film Advantages: Movie theater screens are much larger, providing a great on-camera presence for your brand; Incremental consumer impressions after theatrical release include Blue Ray/DVD, VOD, iPOD, PPV, Network/Cable airings, On Demand and In-Flight Airings.
Feature Film Disadvantages: With long lead times from integration to release (9 months to 2 years), some products may be obsolete by the time the film hits the theater; Studios tend to "jockey for the best release position," which sometimes leave a degree of uncertainty when it comes to "projected" and "actual" release dates.
These are just a few advantages and disadvantages of each medium. There are pluses and minuses to consider with any form of advertising. The bottom line is that both film and television productions offer a unique form of branding and implied celebrity endorsement that is otherwise almost impossible to obtain. First and foremost, determine your short term and long term objectives in relation to proposed integration opportunities. Work with a brand integration specialist to develop a comprehensive plan that will be cohesive with your traditional advertising and marketing objectives.
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